DELTA ADS UP 3.9%; BA SOARS 80%

While Delta Air Lines was among the few major international carriers that didn't reverse jets on U.S. ad expenditures in 1996, the fastest-rising spender in Delta's home market was British Airways.

British Airways' media support soared 80% to $37 million in the U.S. The jump tied it for sixth place overall with Trans World Airlines-up 11.5%-in U.S. airline spending.

While full year 1996 figures are not available, through November American Airlines' spending was down 23.3% to $53.4 million from 1995 while United Airlines slipped 19.3% to $37.1 million, according to Competitive Media Reporting.

Delta increased spending 3.9% to $66.5 million.

A United spokeswoman said a spending increase isn't expected this year.

US Airways experienced the most significant decline, down 27.5% to $28.3 million from $39 million in 1995. A spokesman explained the carrier anticipated its brand relaunch (AA, March 3) and that it will be "returning to normal levels in 1997."